Hendrick’s Signs on for a Year of Art And “Debauchery” with Tasmania’s MONA

Hendrick’s Gin has committed to a year-long sponsorship of two of Tasmania’s major art festivals, both hosted by the Museum of New and Old Art (MONA) in Hobart.

The announcement comes as an extension of their recent involvement in Dark Mofo - the museum’s “debaucherous” winter festival, best known for presenting a hedonistic mix of music, arts and culture.

MONA will now also gain the brand’s support for its accompanying MONA FOMA festival, taking place in January 2016.

MONA Creative Director, Leigh Carmichael, says: “We’re excited to be partnering with a brand that celebrates the unusual, like we do with Dark Mofo and MONA FOMA. The fact that it’s a quality gin brand makes it all the better.”

Hendrick’s Marketing Controller, Jack Pollock, says the brand is equally excited to be an official partner of MONA.

“Not only is MONA an inimitable Tasmanian institution, it shares Hendrick’s commitment to fostering a more creative and unusual planet. The partnership will ultimately be a daring celebration of life’s peculiarities via out of the box experiences.”

Last week saw the partnership officially come to life when Hendrick’s hosted its own instillation, Parlour of Curiosities, as part of Dark Mofo.

Parlour of Curiosities delivered festival-goers - a program of eccentric performances from a highly stylised and haunting space.

“Picture an abandoned circus situated in the depths of a forbidden forest, full of dark and mysterious wonders. The Hendrick’s Parlour of Curiosities whimsical onsite theatre was designed to reward the inherent intelligence, inquisitiveness, humour and imagination of its existing and new consumers, taking them out of their comfort zones in strange and unusual ways”, Mr. Pollock added.

“Our vision was to create a meaningful partnership with MONA that delivers value to our shared consumers and creative vision. Through this activation we set out to bring our early and existing consumers deeper into the unknown as they continue to discover the Hendrick’s brand, while enlightening and challenging a new audience as they explore the brand for the very first time.”

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